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The U.S. Bath and Shower Care Market
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Nov 1, 1998
220 Pages - Pub ID: LA112892
Attention: There is an updated edition available for this report.
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I. Executive Summary
Figure 1-1: Share of U.S. Bath and Shower Care Market: By Product Type, 1998 (percent): Body Washes, Bath Additives, After-Bath Products, Specialty Soaps
The Products
- Four Product Categories
- Three Product Classes: Mass-Market, Alternative, and Prestige
The Market
- Retail Sales Estimated at $1 Billion for 1998
- Table 1-1: U.S. Retail Sales of Bath and Shower Care Products by Category, 1998-2007 (dollars): Body Washes, Bath Additives, After-Bath Products, Specialty Soaps
- Sales and Growth Vary Widely Among Categories
- Factors Affecting Market Growth
- Market to Reach $1.3 Billion by 2003
The Marketers
- Two Companies Lead Mass Market
- Alternative Marketers
- Prestige Marketers
Distribution and Retail
- The Major Outlets
- Mass Merchandisers
- Supermarkets
- Drugstores
- Prestige Outlets
- Alternative Outlets
The Consumer
- Almost 125 Million Body Wash Users
- 66 Million Bath Additive Users
- Almost 50 Million Body Spray Users
Scope and Methodology
- Products Covered
- Report Methodology
II. The Products
A Brief History of Bathing
- Baths Popular in Ancient Cultures
- The Decline of Bathing in the Middle Ages
- Bathing Regains Popularity During Eighteenth and Nineteenth Centuries
- Bathing American Style
- Reasons for Bathing
Product Categories and Types
- Scope of Report
- Body Washes
- Bath Additives
- After-Bath Products
- Specialty Soaps
- Three Product Classes: Mass-Market, Alternative, and Prestige
Product Ingredients
- Ingredients in Bath and Shower Products: By Product Type
- Cleansing Ingredients
- Moisturizing Ingredients
- Alpha-Hydroxy Acids
- Aromatherapy Ingredients
Product Packaging
- Packaging Helps Sell Product
- Gift Sets
- Mass vs. Prestige Packaging
- Green Packaging
Regulatory Milieu
- FDA Classifies Drugs and Cosmetics
III. The Market
Figure 3-1: Estimated Retail Sales of U.S. Bath and Shower Care Products Market, 1994-1998 (dollars)
Market Size and Growth
- Methodology for Sales Estimates
- Retail Sales Estimated at $1 Billion for 1998
- Table 3-1: Estimated Retail Sales of U.S. Bath and Shower Care Market: By Product Category, 1994-1998 (dollars): Body Washes, Bath Additives, After-Bath Products, Specialty Soaps
- Sales and Growth Vary Widely Among Categories
- Body Wash Sales Continue to Grow
- Bath Additives Category Wavers
- After-Bath Category Springs to Life
- Sales of Specialty Soaps Slow
Market Composition
- Body Washes Account for 60% of Retail Sales
- Table 3-2: Share of U.S. Bath and Shower Care Retail Sales: By Product Type, 1994-1998 (percent): Body Washes, Bath Additives, After-Bath Products, Specialty Soaps
- Body Wash and After-Bath Shares Have Grown Rapidly
- Figure 3-2: Share of U.S. Bath and Shower Care Market: By Product Type, 1998 (percent): Body Washes, Bath Additives, After-Bath Products, Specialty Soaps
- Mass-Market Outlets Claim Two-Thirds of Sales
- Table 3-3: Share of U.S. Bath and Shower Care Products Market: By Outlet Type, 1995 vs. 1998 (percent): Mass Merchandisers, Supermarkets, Drugstores, Prestige Outlets, Alternative Channels
- Figure 3-3: Share of U.S. Bath and Shower Care Products Market: By Outlet Type, 1998 (percent): Mass Merchandisers, Supermarkets, Drugstores, Prestige Outlets, Alternative Channels
- Product Use Varies Little by Region
- Table 3-4: Use of Bath and Shower Additives: By Region, 1998 (percent and index): South, Midwest, West, Northeast, Total
Factors to Market Growth
- Showers Appeal to Busy Consumers
- ...But Baths Can Be Appealing Too
- Bathing Alleviates Stress
- Aging Consumers Fuel Market Growth
- A Relatively Cost-Free Luxury
- New Products Flood Market
- A Flurry of Advertising
- Marketers Go After Men and Teenagers
- Retailers Devote More Shelf Space to Bath Care
- More Strategic Positioning
- Meshing Bath Care and Fragrance Needs
- Bath Care Overtakes Fragrance as Popular Gift Item
- Aromatherapy Becoming Increasingly Mainstream
- "Natural" Bathing
- Figure 3-4: Projected Retail Sales of U.S. Bath and Shower Care Products Market, 1998-2003 (dollars)
Projected Market Growth
- Market to Reach $1.3 Billion by 2003
- After-Bath to Continue Spectacular Growth
- Table 3-5: Projected Retail Sales of U.S. Bath and Shower Care Market: By Product Category, 1998-2003 (dollars): Body Washes, Bath Additives, After-Bath Products, Specialty Soaps
IV. The Marketers
The Marketers
- Three Distinct Classes of Marketers
- Two Companies Lead Mass Market
- Secondary Mass Players
- Alternative Marketers
- Prestige Marketers
- Marketers of Botanical Products
- Table 4-1: U.S. Bath and Shower Care Products Market: Selected Marketers and Major Brands, 1998 (40 Marketers)
Marketer Shares
- Overstatement of Purchases from Mass Retail Outlets
- Marketer Shares Erode
- Unilever Dominates
- Table 4-2: Marketer Shares of Bath and Shower Care Product Mass-Market Retail Sales, 1996 vs. 1997 (percent): 10 Marketers/17 Brands, All Others
- Procter & Gamble Places Second
- Kao a Distant Third
- Colgate-Palmolive Gains Share, Places Fourth
- Prestige, Direct, and Specialty Marketers
Brand Shares
- Top Ten Brands Responsible for 78% of Body Wash Sales
- Oil of Olay Is Number-One Body Wash
- Dove Ranks Second
- Caress and Jergens Capture Third and Fourth Places
- Lever 2000 Ranks Fifth
- Sixth-Place Softsoap Gains Share
- Table 4-3: Share of U.S. Body Wash Mass-Market Retail Sales: By Brand, 1996-1997 (percent): 10 Brands/Marketers, All Others
- Top Ten Bath Additives Barely Account for Half of Sales
- Table 4-4: Share of U.S. Bath Additive Mass-Market Retail Sales: By Brand, 1996-1997 (percent): 10 Brands/Marketers, Private Label, All Others
- Vaseline Intensive Care Is Number One Bath Additive
- Calgon Captures Distant Second Place
- Johnson's Ranks Third
- Mr. Bubbles and Lander Capture Fourth and Fifth Places
- Remaining Top-Ten Bath Additives Have 3% Share Each
Competitive Overview
- New Product Introductions Crucial
- Advertising Important Too
- Mass Market Subdivided into Specialty and Commodity
- Added Benefits Drive Competition
Competitive Profile: Alberto-Culver Company
- A Major Player in Consumer Products
- Alberto-Culver Introduces First Mass-Oriented Hair and Body Shampoo
- St. Ives Offers Natural Body Washes
Competitive Profile: Avon Products, Inc
- Sales Top $5 Billion in 1997
- New Bath Collections
- Avon Naturals Available as Foam Bath and Shower Gel
- Avon Capitalizes on Aromatherapy Trend
- Avon's Ever-Popular Skin-So-Soft Line
- Offering Gift Sets
- Avon Active in Bubble Bath Segment
Competitive Profile: The Body Shop
- A Pioneer in Bath and Shower Care
- Three Major Product Lines
- New Exfoliating Products
- The Oceanus Collection
- Other Bath and Shower Care Items Also Offered
Competitive Profile: Colgate-Palmolive Company
- Many Famous Brands
- Successful Extension of Softsoap Liquid Hand Soap Line
Competitive Profile: Cosmair, Inc.
- A Major Cosmetics and Toiletries Marketer
- Yardley Bath Shoppe Carries Upscale Image
- Other Yardley Bath and Shower Care Products
- Multipurpose Polo Sport Woman Line
Competitive Profile: Del Laboratories, Inc.
- Sales Reach $263 Million in 1997
- Naturistics a Very Broad Line
- New Multipurpose Shower Cream
- Spa Collection Provides Beauty Ritual
- Tapping into the Aromatherapy Trend
Competitive Profile: The Dial Corporation
- Company Sales Approach $1.4 Billion in 1997
- New Packaging and Advertising for Dial
- New Spring Water Dial Debuts in 1998
- Dial Ultra Skincare Boasts Antibacterial Agent
- Nature's Accents Formulated with Natural Ingredients
- Dial Acquires Freeman Cosmetic
- Tone Body Wash
Competitive Profile: Estée Lauder Companies, Inc.
- Marketer of Prestige Skin Care, Cosmetic, and Fragrance Products
- Clinique Competes with Body Wash
- Origins Boasts All Natural Ingredients
- All-Natural Bar Soap
- Targeting Men with Male Call
Competitive Profile: Freeman Cosmetic Corporation
- Freeman Cosmetic Acquired by Dial
- Beautiful Bath Line Boasts Versatility
- New Aromatherapy Line
Competitive Profile: The Gillette Company
- A Personal Care Giant
- Gillette Competes Successfully with White Rain Line
- Satin Care Debuts
- Gillette Series Targets Men
Competitive Profile: Joh. A. Benckiser
- Coty Division Markets Benckiser Bath and Shower Products
- Calgon: Long a Popular Name in Bath and Shower Care
- Calgon Body Mists Debut in 1997
- 1998 Seasonal Promotions
- Calgon Tries to Attract Hip, Younger Consumers
Competitive Profile: Johnson & Johnson
- Johnson & Johnson a Health Care Giant
- Neutrogena Purchase Brings Bath Care to Johnson & Johnson
- Original Rainbath Line Revamped in 1996
- More Rainbath Repositioning in 1997
Competitive Profile: Kao Corporation
- Kao Corporation—An $8-Billion Company
- Andrew Jergens Company Pioneer in Shower Care
- Overhaul of Jergens Brand
- Actibath a Novel Bath Additive
Competitive Profile: LaLoren Inc
- Originally a Marketer of Bath Accessories
- Sarah Michaels
- Gift Sets
Competitive Profile: The Limited, Inc
- Fiscal 1998 Sales Approach $9.2 Billion
- Bath & Body Works Retail Outlets Growing
- An Extensive Bath Line
- Aromatherapy Entries
- The Men's Collection
- Victoria's Secret Primarily a Lingerie Store
Competitive Profile: Minnetonka Brands, Inc
- Formed in 1993 by Management Buyout
- A Leader in Children's Segment
- Targeting Teens
- Private Moments by Village
- Village Naturals Includes Natural Ingredients
Competitive Profile: The Procter & Gamble Company
- Company Dominates in Packaged Goods
- Oil of Olay Is Number-One Body Wash
- Ivory Moisture Care Debuts
- Zest Body Wash Targets Men
Competitive Profile: Revlon
- Cosmetics Giant
- Jean Naté an Early Bath and Shower Marketer
- Almay Division Also Has Entry
Competitive Profile: Tsumura International
- Company Produces Fragrances, Cosmetics, and Toiletries
- Important Marketer of Children's Products
- Original Vitabath Brand Still Strong
- VitaSpa Is More Upscale
- Vitabath Naturals Target Price-Conscious Consumers
Competitive Profile: Unilever
- A Consumer Products Powerhouse
- Unilever Dominates Bath and Shower Market
- Lever Brothers Body Washes
- Caress Targets Women
- Dove Body Wash Also Targets Dry Side
- Lever 2000 Targets All Family Members
- Lever Aligns Prices on Body Washes
- Chesebrough-Pond's Division of Unilever
- Vaseline Intensive Care Bath Product Line
- Re-Vamped in 1997
- Helene Curtis Division of Unilever
Competitive Highlights
- Beiersdorf AG
- Bonne Bell, Inc
- Clairol
- Dep Corporation
- Garden Botanika, Inc
- Lander Co
- Mary Kay, Inc.
- Northern Labs
- Parfums de Coeur
- S.C. Johnson & Son, Inc.
- Scott's Liquid Gold, Inc
- Solar Cosmetic Labs, Inc.
- TerraNova
Marketing Trends
- Marketers Extend Existing Lines to Include Body Washes
- Ad Spending Increases as Competition Heats Up
- Pricing Is Critical
- Products Emphasize Stress Relief
- Positioning Makes a Difference
- Presentation Another Key Factor
- Targeting Men and Children
- Marketers Promote Luxury
- ...But Also Stress Family Use and Convenience
- Holiday Gift Sets Important
Product Trends
- Body Mists
- Products Based on Natural Ingredients and Scents
- Two-In-One
- Aromatherapy
- Gift Sets Popular
- Table 4-5: U.S. Bath and Shower Care Products Market: Selected New Product Introductions and Line Extensions, 1998 (27 Marketers)
Consumer Advertising Expenditures
- Advertising Exceeds $150 Million in 1997
- Procter & Gamble Accounts for Almost Half of Bath Care Advertising
- Unilever Spends $36 Million in Advertising
- Five Marketers Spend $4-$8 Million Each
Advertising Positioning
- Most Advertising Promotes Body Washes
- Most Advertising Targets Women
- Recent Ads Cross Boundaries of Race and Gender
- Advertising Samples
Consumer Promotions
- A Key Tool
- Mass-Market Promotions: Coupons and Trial Sizes
- Point-of-Purchase Displays
Trade Advertising and Promotion
- Standard Promotions
- Co-Op Advertising Allowances
- Trade Shows and Trade Advertising
V. Distribution And Retail
Distribution
- Leading Marketers Use Direct Distribution
- Smaller Marketers Rely on Service Merchandisers
- Diverters Move Prestige Products Through Mass Outlets
- Bath and Shower Care Sales Substantial for Alternative Marketers
At the Retail Level
- The Major Outlets
- Table 5-1: Share of U.S. Bath and Shower Care Products Market: By Outlet Type, 1995 vs. 1998 (percent): Mass Merchandisers, Supermarkets, Drugstores, Prestige Outlets, Alternative Channels
- Mass Outlets Lead Market
- Alternative Outlets Gain Share
- Growth of Private Label
- The Positioning Problem
At the Retail Level: Discount Stores
- Discount Stores Lead Mass Market
- Positioning Bath Care Products in Discount Stores
- Discount Stores Emulate Specialty Bath Outlets
At the Retail Level: Supermarkets
- Supermarkets' Share Somewhat Stagnant
- Positioning Bath Care Products in Supermarkets
- Catching the Supermarket Consumer's Eye
At the Retail Level: Drugstores
- Drugstores Continue to Lose Market Share
- Positioning Bath Care Products in Drugstores
- Drugstore Bath and Shower Care Promotions
- The Health Care Appeal of Drugstores
- Drugstores Target Younger Consumers
- Chain Drugstores Still Have Greatest Selection
- Drugstores Score with Private Label
At the Retail Level: Prestige Outlets
- Department Stores Are Main Outlet
- Prestige Products Make Ideal Gifts
At the Retail Level: Alternative Outlets
- Various Types of Alternative Outlets
- Specialty Shops Re-Grouping
VI. The Consumer
Overview
- Note on Simmons Market Research Bureau Data
The Consumer: Body Washes
- Almost 125 Million Users
- Factors Favoring Use
- Age, Gender, Region and Locality Not Indicators
- Asian Americans Most Likely to Use
- Higher Educational Levels for Frequent Users
- White-Collar Employees Show Greater Tendency to Use
- Strongest Use Among Highest Income Groups
- Household Factors Not Much of Determinant
- Product Use: By Product Type
- Use of Body Washes: By Brand
- Factors Favoring Use by Brand: Age and Race
- Factors Favoring Use by Brand: Region and Locality
- Socioeconomic Factors Favoring Use by Brand: Education, Employment Status, Occupation, and Household Income
- Household Factors Favoring Use by Brand: Marital Status and Household Size
- Table 6-1: Demographic Characteristics Favoring Use of Liquid Toilet Soap, 1998 (U.S. Principal Shoppers)
- Table 6-2: Adult Use of Liquid Toilet Soap: By Race, 1998 (percent and index): Asian, White, Black, Other
- Table 6-3: Adult Use of Liquid Toilet Soap: By Education, 1998 (percent and index): 4 Educational Levels
- Table 6-4: Adult Use of Liquid Toilet Soap: By Occupation, 1998 (percent and index): 5 Occupation Categories
- Table 6-5: Adult Use of Liquid Toilet Soap: By Household Income, 1998 (percent and index): From Under $10,000 to $250,000 or More
- Table 6-6: Demographic Characteristics Favoring Use of Bath and Shower Additives by Product Type: Moisturizing Body Wash vs. Gel, 1998 (Female Users)
- Table 6-7: U. S. Consumer Use of Liquid Toilet Soap by Brand, 1998 (number and percent): 9 Brands
- Table 6-8a: Demographic Characteristics Favoring Use of Liquid Toilet Soap by Brand, 1998 (U.S. Adults): Caress Body Wash, Dial Body Wash, Dove Beauty Wash
- Table 6-8b: Demographic Characteristics Favoring Use of Liquid Toilet Soap by Brand, 1998 (U.S. Adults): Lever 2000 Body Wash, Neutrogena Rainbath Gel, and Nivea Shower Gel
- Table 6-8c: Demographic Characteristics Favoring Use of Body Washes by Brand, 1998 (U.S. Adults): Oil of Olay 2-in-1 Body Wash, Vaseline Intensive Care, and Zest Body Wash
The Consumer: Bath Additives
- 66 Million Users
- Factors Favoring Use
- Product Use: By Product Type
- Age Important Discriminator of Product Type Used
- African Americans Above Average in Use of Bath Additives
- Regional Variations
- Bath Additives Users Less Educated
- Part-Time and Technical/Clerical/Sales Workers Use
- Users of Bath Additives Show Downscale Household Skew
- Household Factors Significant
- Use of Bath and Shower Additives: By Brand
- Factors Favoring Use by Brand
- Table 6-9: Demographic Characteristics Favoring Use of Bath and Shower Additives: Users vs. Heavy Users, 1998 (Female Users)
- Table 6-10a: Demographic Characteristics Favoring Use of Bath and Shower Additives by Product Type: Bubble Bath vs. Beads/Powder, 1998 (Female Users)
- Table 6-10b: Demographic Characteristics Favoring Use of Bath and Shower Additives by Product Type: Foaming Oil vs. Other Oil, 1998 (Female Users)
- Table 6-11: Adult Female Use of Selected Forms of Bath and Shower Additives: By Age, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil
- Table 6-12: Adult Female Use of Selected Forms of Bath and Shower Additives: By Race, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil
- Table 6-13: Adult Female Use of Selected Forms of Bath and Shower Additives: By Region and Locality, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil
- Table 6-14: Adult Female Use of Selected Forms of Bath and Shower Additives: By Education, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil
- Table 6-15: Adult Female Use of Selected Forms of Bath and Shower Additives: By Employment and Occupation, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil
- Table 6-16: Adult Female Use of Selected Forms of Bath and Shower Additives: By Household Income, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil
- Table 6-17: Adult Female Use of Selected Forms of Bath and Shower Additives: By Marital Status and Household Size, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil Table 6-18: U. S. Consumer Use of Bath and Shower Additives, 1998: By Brand (number and percent): 6 Brands
- Table 6-19a: Demographic Characteristics Favoring Use of Bath and Shower Additives by Brand, 1998 (Female Users): Alpha Keri, Aveeno, and Avon
- Table 6-19b: Demographic Characteristics Favoring Use of Bath and Shower Additives by Brand, 1998 (Female Users): Calgon, Vaseline Intensive Care Beads, and Vaseline Intensive Care Foam
The Consumer: After-Bath Products
- Almost 50 Million Users
- Factors Favoring Use
- Use Skews Toward the Young
- African Americans Most Likely to Use
- Use Skews Toward Southerners
- Lower Educational Levels for After-Bath Users
- White-Collar Employees Show Greater Tendency to Use
- Strongest Use Among Lower Income Groups
- Use Skews Toward Unmarried Consumers
- After-Bath Users Live in Larger Households
- Factors Favoring Use by Brand
- Table 6-20: Demographic Characteristics Favoring Use of Body Sprays and Splashes, 1998 (U.S. Adults)
- Table 6-21: Adult Use of Body Sprays and Splashes: By Age, 1998 (percent and index): From Age 18 to Age 65+
- Table 6-22: Adult Use of Body Sprays and Splashes: By Race, 1998 (percent and index): Black, Other, White, Asian
- Table 6-23: Adult Use of Body Sprays and Splashes: By Region, 1998 (percent and index): Northeast, Midwest, South, West
- Table 6-24: Adult Use of Body Sprays and Splashes: By Education, 1998 (percent and index): 4 Education Levels
- Table 6-25: Adult Use of Body Sprays and Splashes: By Occupation, 1998 (percent and index): 5 Occupation Categories
- Table 6-26: Adult Use of Body Sprays and Splashes: By Household Income, 1998 (percent and index): From Under $10,000 to $250,000 or More
- Table 6-27: Adult Use of Body Sprays and Splashes: By Marital Status, 1998 (percent and index): 3 Marital Status
- Table 6-28: Adult Use of Body Sprays and Splashes: By Household Size, 1998 (percent and index): One, Two, Three or Four, Five or More
- Table 6-29: Demographic Characteristics Favoring Use of Body Sprays and Splashes by Brand: Impulse vs. Jean Naté, 1998 (U.S. Principal Shoppers)
Appendix I: Examples Of Consumer Advertising
Appendix II: Addresses Of Selected Marketers
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